A group of
loyal consumers love Cream of Celery soup but have never used it for cooking.
They just like the soup alone, and the flavor.

In Gourmet magazine (or from a friend) these loyal consumers learn that they can 'enter the bar code at keyword com for
exciting Cream of Celery Soup recipes.' At some point, the consumer
picks up the can in his/her pantry, enters the bar code numbers, and
finds many recipes on a Campbell's web Site page that inspire other uses
for Cream of Celery soup.

The recipes,
that may be deep within the Campbell's soup web Site on web pages with
very lengthy URLs, are now as accessible as if they were featured on the
home page of campbellsoup.com. They are easy to find, and with Bar Code
Service, the valuable real estate of the Campbell's home page remains
clean, readable, and uncluttered.

Marrying
the bar code with the product web page increases interest in Campbell's
Cream of Celery Soup while providing the consumer with more uses for it,
which increases sales.

Since
Bar Code Service guarantees that consumers will find the exact web page
the bar code owner (in this example Campbell's) wishes, the percentage
of consumers that successfully find the web page as a result of entering
the product bar code number at keyword.com increases to 100%.

Campbell's Cream of Celery Soup
does not enjoy the marketing budget or exposure of other Campbell's
products. To make up for this deficiency,
bar code service is an inexpensive, easy to manage method that creates
brand awareness and increases brand loyalty for Campbell's Cream of
Celery.

Why have people enter the bar code number at keyword.com instead of searching
for the bar code number in GOOGLE?

GOOGLE search is not designed to enable people to enter the bar code and
go direct to a web page specified by the bar code owner - so even if you
told people to enter the bar code at GOOGLE, they would not get to the
page you wish them to see.

Entering the bar code at keyword.com always
launches the content-specific result since each bar code registered at
keyword.com can only send the user to the exact web page the bar code
owner specifies and associates with that bar code number.

keyword.com is direct and
consumers entering the bar code number are assured that the result will be the web page Campbell's has specially
created for the consumer.

Why enter the bar code number at keyword.com instead of 'hoping'
consumers search for the product in GOOGLE?

When searching in GOOGLE, a search for 'Campbell's
Cream of Celery Soup' is
not always the first result. In fact, at the time of this writing, it is
not nearly the first result. This is typical of many product searches.

Try it
and see by searching for 'Campbell's
Cream of Celery Soup' in GOOGLE, YAHOO, or any major search engine.

GOOGLE
is the leading search engine, and does a great job at search, but is not
designed as a 'find' service as Bar Code Service is.

In some
cases the consumer may not know to search with the " '
" or without i.e. Campbells Cream of Celery Soup or Campbell's Cream of Celery Soup?
Both return different results. And next assume that the person searching
is not that great at spelling. You can begin to see the dilemma the
consumer faces, and the lost page views and sales the
manufacturer/distributor faces yet may not even be aware of.

In addition, if the consumer
does not have a can of Campbell's Cream of Celery Soup in the pantry,
being told by a friend or in a magazine that 'something good' will
result from entering the bar code at keyword.com may be just enough to inspire
a certain percentage of consumers to add a can of Campbell's Cream of Celery Soup to the shopping list.

The same
scenario as above could be applied to consumers loyal to the brand to
get them to try other soups in the line. For example, a sticker applied
to cans of Campbell's Cream of Celery Soup could read "enter the
bar code from Campbell's Onion Soup at keyword.com for more great recipe
ideas." The consumer, not having Campbell's Onion Soup, but at the
point of purchase, might choose to write down the bar code from the
Onion Soup - or - at a mere 79 cents - place a can of Onion Soup in the
shopping cart to take home and enter the bar code.

Enabling
special contests and prizes for trying new brands:

Coke has a
new product, let's say it's called Coke F45, and F45 is in testing in
select markets.

The Coca-Cola company makes an arrangement with Disneyland (Anaheim) so
that the first 1000 visitors to a special web page (on the Coca-cola web
Site) can get a free day pass.

To get
the day pass, inexpensive 10-second local radio spots tell consumers
"Enter the bar code from new Coke F45 at keyword.com to go to the
'get the pass' web page." The radio spot tells consumers the
Anaheim stores carrying Coke F45.

If the consumer is one of the first 1000 visitors, on the web page it
reads "Congratulations! Print out the web page for your free one
day pass to Disney."

The
Coca Cola company quickly and easily creates the special web page and,
when 1000 have performed the action to get the free passes, the contest
ends and the page reads "Sorry, you're not in the first 1000, but
here's another special offer to try new Coke F45."

The
Coca-Cola company may make another special offer to those who have
entered the F45 bar code, and may be able to get test market feedback
from those who bought a can (rather than wrote down the bar code at the
store).

Remember,
when you tell a consumer to 'enter the bar code at keyword.com', they
must have the product in hand (or at least the bar code number), to do
so.

Making
the brand more fun and more valuable:

During
Monday Night Football, the simple words "Enter the bar code of Bud
Light at keyword.com" could inspire a certain percentage to do this
- without any hint given as to why. If the reward for entering the bar
code is fun, entertaining, and/or of value to the consumer, word of
mouth that follows from Bud Lite drinkers could make this promotion
spread without any further media expense.

Introducing
new products - and last-minute promotion:

Heineken
has a new bottle that is the size and shape of a champagne bottle. The
new bottle is fun and would appeal to Heineken drinkers and others who
prefer premium beer over champagne - if they only could see it in
person. The question is, as we quickly approach the holidays and
New Year's Eve (when this new product may have the greatest appeal), how
can
Heineken get people to touch and feel this new Heineken special edition
Magnum bottle?

"Enter the bar code from the new Heineken champagne bottle at
keyword.com before December 20" - could be printed on hang tags, on
the point of purchase display in the beer aisle, or on radio and TV as a
2-second tag, or simply announced over the PA system at the grocery
store. The consumer, already in the beer aisle, is now drawn to at least
look at the bottle, and consider it. If all the consumer does is write
down the bar code and go home and enter it, Heineken has easily and
inexpensively bought 'face time' with that new product, and greatly increased the
chances of word of mouth consumer-to-consumer promotion. Plus, what Heineken
puts on the product-specific web page the people land on as a result of
entering the bar code at keyword.com could inspire other actions on the
part of the consumer. In this case, at the last minute, Heineken could
move many more bottles of its new product without effecting any of its
other marketing efforts.

Reducing
the cost while improving the quality of Customer Service:

A
do-it-yourselfer buys a float switch for a Kitchen Aid dishwasher, it
arrives by UPS, but there are no installation instructions (or the
instructions are difficult to understand).

Not knowing where else to to turn, the do-it-yourselfer calls Kitchen
Aid customer service. Kitchen Aid tells the do-it-yourselfer to
"enter the float switch bar code at keyword.com for detailed
instructions." In seconds, the specific web page appears related to
installing the specific float switch (which may be the same web page
Kitchen Aid provides to its field installers). Kitchen Aid saved time
and money from call handling, and helped the consumer.